James Curleigh

James "JC" Curleigh was appointed as president and chief executive officer of Gibson brand in 2018. Under his leadership, the Gibson senior team has emphasized broad experience across brand building, product quality and innovation, and business development. Their collective efforts are aimed at establishing operational excellence and building a strong team dynamic across the enterprise. They focus on ensuring Gibson Brands continue to create high-quality instruments, develop meaningful partnerships, and deliver profitable growth in the core business of guitars and related areas. Curleigh joined Gibson after a notable tenure at Levi Strauss & Co., where he advanced the Levi's® brand globally and was a key member of the worldwide leadership team.

Before his impactful role at Gibson, Curleigh joined Levi in July 2012 as President of the Levi’s® brand. In this capacity, he was tasked with managing the strategic direction and execution of the brand, focusing on leveraging its strong heritage and identifying innovative ways to connect with consumers worldwide. His approach emphasized consumer connection strategies and led to significant brand enhancement. Curleigh announced his departure from Levi Strauss & Co. in 2018 to explore new opportunities.

Curleigh has a longstanding passion for building brands and leading teams, which is evident from his more than 20 years of experience in the industry. Prior to his role at Levi Strauss & Co., he was the President and Chief Executive Officer of Keen Footwear, Inc., and before that, served in the same capacity at Salomon Sports North America. He further honed his leadership skills in Europe as the head of the TaylorMade adidas golf division and held significant roles at the London office of M&M Mars. Curleigh holds a Bachelor of Commerce degree from St. Mary’s University in Nova Scotia, Canada, underscoring his solid foundation in business and commerce.